How Does Online Survey Mode Affect Answers to Customer Feedback Loyalty Surveys?

• Activity Number: 444
• Type: Contributed
• Date/Time: Tuesday, August 6, 2013 : 2:00 PM to 3:50 PM
• Sponsor: Survey Research Methods Section
• Author(s): Aarti Gupta*+ and Jason Lee
• Companies: Bain & Company and Bain & Compnay
• Keywords: Online surveys ; Mobile Devices ; Scale format ; Customer Feedback ; Net Promoter System - NPS ; Open text

Abstract

Consumers access and communicate information today through diverse platforms enabled by a wide selection of devices - be it tablets, smart-phones, laptops or even e-readers. Soon more consumer will be responding to customer feedback surveys on tablets and smart phones.In this study we will conduct a simple "Net Promoter System" survey. NPS surveys ask customers to evaluate their experience via a simple "Likelihood to Recommend" question and one or two follow-up questions. These surveys' brevity and focus on direct contact with customers make them particularly good candidates for smart phone and tablet mode surveys.The "Likelihood to Recommend" question is asked on a 0 to 10 scale. Past experience with NPS surveys proves that customers from different cultures use 0 to 10 scale differently, leading to different NPS results.Our goal is to understand whether and how answering these questions on different gadgets will affect NPS scores. The findings will particularly be useful to build better understanding of how online survey mode can affect scale use and help companies take advantage of mobile platforms for customer feedback.